What You Can Do with ChatGPT in HubSpot Workflows

TABLE OF CONTENTS
ChatGPT + HubSpot Workflow Actions   |   ChatGPT Deep Research Connector for HubSpot   |   How to Get Started with ChatGPT + HubSpot   |   Best Practices

Artificial intelligence (AI) is affecting, at least it seems, every corner of life. It’s definitely started shaping the way marketing and sales teams operate.

From predictive analytics to automated campaign optimization, AI can drive faster decisions, more personalized content, and leaner workflows. ChatGPT stands out as a practical way to streamline HubSpot workflows with natural language processing and data interpretation.

HubSpot users are already best buds with workflows. They streamline follow-ups, ensure data consistency, and trigger the right actions at the right time.

But when you bring ChatGPT into the mix, those workflows evolve from rule-based automation into dynamic, intelligent systems that can interpret, personalize, and even create content in real time.

To unlock this, you’ll need HubSpot Pro, Team, or Enterprise and/or a paid ChatGPT plan, since these advanced features aren’t available with free accounts — but it could be worth your while.

So, how does ChatGPT connect with HubSpot?

Today, there are two powerful ways to make the ChatGPT HubSpot integration work for you:

1. Connecting ChatGPT via HubSpot Workflow Actions: AI works inside your workflows to draft content, reformat data, and simplify logic.
2. Using the ChatGPT Deep Research Connector: You query your HubSpot CRM directly through ChatGPT for deeper insights and analysis.

Here’s your ChatGPT HubSpot guide that explores both.

Connecting ChatGPT via HubSpot Workflow Actions

How It Works

The first way to connect ChatGPT is by using workflow actions. You can install an app from the HubSpot Marketplace or connect via an API key. Once it’s set up, you can insert ChatGPT prompts into your workflows, giving HubSpot the ability to “think” about your data before taking the next action.

Instead of workflows that rely purely on static yes or no conditions, you’re letting ChatGPT interpret text, generate messages, and transform data on the fly.

Practical Use Cases

Here are some everyday ways connecting ChatGPT and HubSpot increases efficiency and drives marketing progress.

Drafting Sales Emails

Let’s pretend a contact downloads a whitepaper. Instead of assigning a generic follow-up email, ChatGPT can draft a personalized message that uses the contact’s name, company, and behavior data.

Similarly, sales reps can receive AI-drafted templates tailored to each prospect, saving time while still feeling personalized.

Formatting and Transforming Record Data

Ever wrestle with inconsistent data entry? ChatGPT can reformat job titles, standardize capitalization, or summarize long free-text entries into clean, usable insights.

Qualifying Long-Form Form Entries

HubSpot forms often capture free-text answers like “Tell us about your biggest challenge.” Instead of leaving those open-ended responses untouched, ChatGPT can interpret and categorize them, flagging leads with urgent needs or recommending next steps.

Streamlining Workflow Logic

Where we once created multiple branching conditions (“if job title contains X, do Y”), now ChatGPT can analyze the context and trigger the correct outcome. This drastically simplifies complex workflows by centralizing logic in AI prompts.

Benefits of Using ChatGPT in Workflow Actions

Workflow actions offer several key benefits for sales and marketing teams.

They save time on drafting and personalization by allowing teams to start with polished, on-brand copy instead of creating content from scratch. They also enhance data processing, as ChatGPT can clean and interpret messy, human-entered text, making it immediately usable within your workflows.

Additionally, workflow actions improve overall efficiency by reducing complex branching and keeping processes organized; by centralizing logic within AI prompts, teams can avoid cumbersome if/then trees and build workflows that are easier to manage and scale.

Using the ChatGPT Deep Research Connector for HubSpot

While workflow actions let AI operate inside HubSpot, the Deep Research Connector flips the process. You can access data directly from ChatGPT for HubSpot. After signing into HubSpot from ChatGPT, you can run deep queries against your CRM without manually exporting or filtering data.

How It Works

Start by inputting a prompt, such as “Give me a summary of our pipeline by region.” ChatGPT then launches a Deep Research session, which typically runs for 15 to 30 minutes. Once complete, it delivers a detailed, AI-generated report or summary that condenses your HubSpot data into clear, digestible insights.

Use Cases for Deep Research

This option provides the user with several valuable solutions:

• Extracting strategic insights: Pull executive-level summaries of customer segments, sales velocity, or churn risks without spending hours inside reports.
• Getting pipeline overviews: Instead of building custom dashboards, you can ask ChatGPT, “Which deals are most at risk of stalling this quarter?” and receive an AI-curated overview.
• Performing in-depth analyses: Want to analyze patterns in customer notes or open-text survey fields? The connector lets ChatGPT handle the heavy lifting of parsing large datasets.

Advantages of the Deep Research Connector

The ChatGPT Deep Research connector streamlines reporting by eliminating the need for manual report-building, allowing teams to ask questions in plain English and receive answers in minutes.

Analyzing data and uncovering trends or patterns that traditional reports might miss helps leaders make smarter, more informed decisions. At the same time, it makes CRM data accessible to non-analysts, turning complex queries into simple, conversational insights.

This empowers all team members, regardless of technical expertise, to act on data confidently and break down organizational silos.

How to Get Started with ChatGPT in Your HubSpot Workflows

Getting started with a HubSpot and ChatGPT integration doesn’t have to be intimidating. With just a few setup steps, you can begin adding AI into your workflows. Here’s how to connect everything and start experimenting with confidence.

Setting Up Workflow Actions

1. Install the App or use an API key. Go to the HubSpot Marketplace and search for ChatGPT connectors or set up an API key through your OpenAI account.
2. Add ChatGPT Workflow Actions. Within HubSpot workflows, insert a ChatGPT action step and write your prompt (e.g., “Draft a follow-up email using the contact’s name, company, and challenge”).
3. Test the workflow. Run sample contacts through to confirm the AI behaves as expected.

Connecting the Deep Research Connector

1. Open ChatGPT and log in with the same credentials tied to your HubSpot account.
2. Enable Deep Research and connect HubSpot when prompted.
3. Run your first query. Start with a simple one like, “Summarize all deals over $50k in the pipeline.”
4. Review and refine. Adjust your prompts to focus on the most relevant insights.

Best Practices for AI Workflows

When incorporating AI into your HubSpot workflows, following best practices ensures you get maximum value while avoiding mistakes.

For example, always review AI-generated content before sending it externally; a quick human check maintains accuracy, preserves your brand voice, and prevents embarrassing errors.

In the same vein, think of ChatGPT as a time-saver rather than a replacement for human oversight: it handles the heavy lifting, but final decisions and judgment should always remain with your team.

Start small by applying AI to one or two workflows and measuring the results before scaling up. Beginning with low-risk use cases, like internal notifications or data formatting, allows you to observe efficiency gains and build a blueprint for expanding AI confidently to more complex processes.

Tips for Writing Effective Prompts

Thoughtful HubSpot ChatGPT prompts are essential to get the most out of the integration. Here are our top tips:

• Be specific: Instead of “Write an email,” try “Write a two-paragraph sales email using the contact’s company name and highlighting our free trial.”
• Use context: The more details you provide, the better ChatGPT tailors its response.
• Iterate: Test and tweak prompts to see what gives you the best results.

Start Building Smarter Workflows with ChatGPT and HubSpot

ChatGPT brings a new level of intelligence to HubSpot workflows. With two clear paths, the Workflow Actions inside HubSpot and the Deep Research Connector through ChatGPT, teams can save time, simplify processes, and unlock smarter decision-making.

The future of marketing automation is moving toward workflows that don’t just execute tasks, but think, adapt, and respond like a true partner.

Curious what that future looks like for your business? Discover what’s possible when you combine smart automation and AI-powered storytelling to create a high-powered marketing machine.